BI 1-Ssm Process Brand Identity Emo

8/3/2019 BI 1-Ssm Process Brand Identity Emo

1/46

Fundamental Concepts

of Brand Identity

Servicescape Management

8 February 2012

Design and Business

How to make both add and create value?


2/46


3/46

What is Brand?


4/46

A brand is therefore more than a product, because it can have

dimensions that differentiate it in some way from other

products designed to satisfy the same need.

These differences may be rational and tangible related to

product performance of the brand -- or more symbolic,

emotional, and intangible related to what the brand

represents.

What is Brand?


5/46

What is Brand?

IMAGE and PERCEPTION help drive VALUE;

Without an IMAGE there is no PERCEPTION

Scott M. Davis Brand Asset Management

Who are you? Who needs to know? How will they find out?

Why should they care?


6/46

Brands Function

Primary Functionsof Brands

Navigation

Reassurance

Engagement

Brands help consumerschoose from a

bewildering array ofchoices

Brands communicate the

intrinsic quality of the product orservice have made the rightchoice

Brands use distinctiveimagery, language, and

associations to encouragecustomers to identify with

the brand

3


7/46

Can EverythingBe Branded?


8/46

PhysicalGoods


9/46

Services


10/46

Retailers

&

Distributors


11/46

OnlineProducts

&

Services


12/46

People

&Organization


13/46

Sports,

Arts &Entertainment


14/46

Brand Touchpoints


15/46

What is Brand Identity ?

Brand identity is tangible and appeals to the senses.

You can see it, touch it, hold it, hear it,

watch it move.

Brand identity fuels recognition, amplifies

differentiation, and makes big ideas and meaning

accessible.

Brand identity takes disparate elements and unifies

them into whole systems.


16/46

What is Branding ? Branding is a disciplined process used to build awareness and extend customer

loyalty. It requires a mandate from the top and readiness to invest in the future.

Branding is about seizing every opportunity to express why people should choose

one brand over another.

A desire to lead, outpace the competition, and give employees the best tools to

reach customers are the reasons why companies leverage branding.

Emotional Branding : a dynamic cocktail of anthropology, imagination, sensory

experiences, and visionary approach to change. (Emotional Branding,Marc Gobe)

Types of branding

Co-branding

Digital branding

Personal brandingCause branding

Country branding


17/46

When to start the processNew company, new

productName change Revitalize a brand

Im starting a new business. I

need a business card and

website.

Weve developed a new

product and it needs a nameand a logo yesterday.

We need to raise millions ofdollars. The campaign needs to

have its own identity.

Were going public in the fall.

We need to raise venture

capital, even though we do not

have our first customer.

Our name no longer fits who

we are and the businesses we

are in.

We need to change our name

because of a trademark conflict.

Our name has negative

connotations in the newmarkets we are serving.

Our name misleads customers.

We merged.

We want to reposition and

renew the global brand.

Were no longer in the businesswe were in when we founded

our company.

We need to communicate more

clearly about who we are.

Were going global-we need

help to enter new world

markets.

No one knows who we are.

Our stock is devalued.

We want to appeal to a new

and more affluent market.


18/46

When to start the processRevitalize a brand identity Create an integrated

systemWhen companies merge

We are great company with cutting-

edge products. We look behind the

times.

Will our identity work on the web?

Our identity does not position usshoulder to shoulder with our

competitors.

We have 80 divisions andinconsistent nomenclature.

I am embarrassed when I give out

my business card.

Everyone in the world recognizes

our icon, but admit it-she needs a

face-lift.

We love our symbol- it is known by

our market. The problem is you

cannot read our logotype.

We do not present a consistent face

to our customers.

We lack visual consistency and we

need a new brand architecture to

deal with acquisitions.

Our packaging is not distinctive. Our

competitors look better than we do,and their sales are going up.

All of our marketing looks like it

comes from different companies.

We need to look strong andcommunicate that we are one global

company.

Every division does its own thing

when marketing. This is inefficient,

frustrating, and not cost-effective.

Everyone is reinventing the wheel.

We want to send a clear message to

our stakeholders that this is a merger

of equals.

We want to communicate that

1+1=4.

We want to build on the brand

equity of the merging companies.

We need to send a strong signal tothe world that we are the new

industry leader.

We need a new name.

How do we evaluate our

acquisitions brand and fold it into

our brand architecture?

Two industry leaders are merging.

How do we manage our new

identity?


19/46

Branding Process

Conducting

researchClarifying

strategy

Designing

identity

Creating

touchpoints

Managing

assets


20/46

Brand Positioning

Vision

Mission and values

Personality, voice, style

Product, processes, culture

Customer

Competition

Marketplace

External forces and trends

Positioning

Brand

essence

Brand

story

Internal ExternalWhat you can control What you cannot control


21/46

Positioning Statement

What : The only (category)

How : that (differentiation

characteristics)

Who : for (customer)

Where : in (market geography)

Why:

who (need state)

When : during (underlying trend)

EXP : HARLEY DAVIDSON is

What : The only motorcyclemanufacturer

How : that makes big, loud

motorcycles Who : for macho guys (and

macho wannabees)

Where : mostly in US

Why : who want to join a gang

of cowboys When : in an era of decreasing

personal freedom


22/46

Big Idea

Understanding Clarifying Positioning Brand EssenceBig

Idea

Vision

Values

Mission

Value propositionCulture

Target market

Segments

Stakeholder perceptions

Services

Products

Infrastructure

Marketing strategy

Competition

Trends

Pricing

DistributionResearch

Environment

Economics

Sociopolitics

Strengths/weakness

Opportunities

Threats

Core values

Brand attributes

Competitive advantage

Brand strategy

Differentiation

Value proposition

Business category

Central idea

Unifying concept

Key messages

Voice and tone


23/46

BIGidea

Vision and Mission

Clearly state

Key Products or Services

List

Key CompetitorsList three

Competitive Advantage

Clearly state

Key stakeholder

Prioritize this list

Value Proposition

Clearly state

Attributtes

Identify characteristics of the brand

Target MarketDefine


24/46


25/46

Types of Names

Types of names

foundermetaphor

combination

acronym

magic spell

descriptive

fabricated


26/46

Customer Experience

Moments of Truth


27/46

Taglines

A tagline is a slogan, clarifier, mantra, company statement, orguiding principle that describes, synopsizes, or helps create an

interest.

Essential characteristics :

Short Differentiated from its competitors

Unique

Captures the brand essence and positioning

Easy to say and remember

No negative connotations

Displayed in a small font

Can be protected and trademarked

Evokes an emotional response

Difficult to create


28/46

TaglinesA cross section of taglines

Imperative

commandsaction andusually

starts witha verb

Descriptive

Describes

the service,

product, or

brandpromise

Superlative

Positions

the

company as

the best inclass

Provocative

Thought-

provoking;

frequently

a question

Specific

Reveals

the

business

category

You Tube :

Broadcast

YourselfApple : Think

Different

Virgin Mobile :

Live without a

plan

Target : Expectmore. Pay less.

Philips : Sense

and sensibility

DeBeers : A

diamond isforever

BMW : The

ultimate

driving

Dairy Council :

Got milk?

Microsoft :

Where are you

going today?

eBay : Happy

hunting

HSBC: The

worlds local

bank

VW : Drivers

wanted


29/46

Brand Identity Ideals

VISION

MEANING

AUTHENTICITY

COHERENCE DIFFERENTIATION

FLEXIBILITY

DURABILITY

VALUECOMMITMENT

Brand Identity

Ideals


30/46

Understanding The Customer

All design communicates a visual message, and its the combinations of design elements,

such as color or shape, which make each message distinct and ultimately, crystallizes the

brand. The message has to be right for its target market, and successfully reaching that

target market depends, in part, on how attuned the designer is with the audience (Swann,

1990)

Mood Boards

Using a range of visuals, textures, colors, and shapes, mood

boards present images that represent the lifestyle of a specific

consumer group. Mood boards can help to define a product or

service brief.

Individual Interviews

A one-to-one interview provides an in depth and subjective

understanding of a consumer, and is often more revealing of true

customer feelings towards a product or service than focus group

conversations. The interviewees can be further challenged on

particular aspects in order to gain more in-depth understanding

of their consumer motivations.

Understanding the consumer is important for designers, in order that they can develop a

conscious and subconscious understanding of consumer needs, and translate thatunderstanding into design features. (Rachel Cooper and Mike Press)


31/46

Giving Form to Business Strategy

Element Contains

Introduction Information about the project background and

opportunity identified

Company Information about the organization, its brand

values, methods of operation and its existing

customer

Customers Information about the organizations target

customers

Competition A review of the organizations competitors and

their unique selling points

Positioning Information about proposed strategy and plan

for action

Design Challenge Information about project objectives, scope of

work, expected outcomes and specifications

Metrics for success An outline of how projects success will be

measured

Program Plan An outline of the projects stages, phases, and

milestones.

Costs A list of fees, expenses, and production costs


32/46

Key Stages of Design Process


33/46

Mind Mapping


34/46

Image Board


35/46

After selecting the concept, the next challenge was

finding the right illustrations that would serve all

those purposes. We knew we didnt want

anything photograph serious, childish, or too

adult, says designer Nancy Wu. And the

illustrations couldnt trendy either they needed to

stand the test of time. Illustrator Adam Rogers

experimented with styles before discovering the

boldly outlined shapes of skateboarders, soccer

players, and other characters that would eventually

serve at the background graphics.


36/46


37/46


38/46


39/46


40/46


41/46


42/46


43/46


44/46


45/46


46/46

Documents

BI 1-Ssm Process Brand Identity Emo